Why Your Instagram Reach Is Down (And What to Do About It)
Instagram's algorithm changed again — and most hospitality accounts are paying the price with declining reach. Here's a clear breakdown of what shifted, and the three content formats that are beating the algorithm right now.
Why Your Instagram Reach Is Down (And What to Do About It)
If you have noticed your Instagram posts reaching fewer people than six months ago, you are not imagining it. Organic reach for business accounts has been declining year-on-year since 2022, with the most recent algorithm update hitting food and hospitality content particularly hard.
Here is what changed — and what is actually working now.
What the Algorithm Prioritises in 2025
Meta's current system ranks content on four signals: Shares, Saves, Comments, and Watch Time (for Reels). Likes barely move the needle. If your content is not getting shared into DMs or saved to a collection, the algorithm quietly throttles its distribution.
Format One: Short Reels Under 30 Seconds
The data is clear. Reels between 15 and 30 seconds consistently outperform longer videos on reach and shares. Hook in the first two seconds. Show the food, the pour, or the atmosphere. End with a clear moment — not a call to action.
Format Two: Carousels That Teach Something
Carousels have the highest save rate of any format. For a restaurant, this could be "5 things we do differently", a behind-the-scenes kitchen breakdown, or a seasonal ingredient spotlight. People save educational content to return to later.
Format Three: Stories With Genuine Interaction
Poll stickers, question boxes, and countdown timers all signal active engagement. Stories that get replies feed back into your overall account health — not just story views. Use them to warm up your audience before a new post goes live.
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